Consumers' moment-to-moment processing of television commercials

A commercial consists of contents that unfold during consumers’ exposure to the commercial; therefore consumers tend to process commercials moment-to-moment, while at the same time having tremendous control to continue or to discontinue watching at each moment of commercial duration. The purpose of this thesis is to understand consumers’ momentto-moment processing of television commercials in relation to consumers’ evaluations of the entire commercial and to their decision to discontinue viewing during commercial exposure. This thesis develops and illustrates improvements of methodologies to obtain these insights. Specifically, suggestions are made to methods of collecting moment-to-moment processing data during TV commercials and statistical methods to analyze those data to achieve this objective. This chapter summarizes the main conclusions of the previous chapters, discusses managerial implications, and recommends directions for future research on moment-to-moment consumers’ processing of TV commercials.